How to navigate cultural moments without bandwagoning
Taylor Swift’s recent album announcement and engagement to Travis Kelce weren’t just celebrity milestones, they were cultural moments. The kind that dominates headlines, fuels memes and sparks conversations in group texts, carpools, and yes, around the dinner table.
For family-focused brands, these moments matter. They ripple across households and across generations. But the real question for marketers isn’t “was it big?”, it’s “should our brand show up in moments like this?”
We’ve all seen it: brands rush to post. Some nail it with clever, authentic tie-ins. Others feel like they’re trying a little too hard. The temptation is real. Trends can generate visibility, reach, and even bring in new audiences.
But here’s the risk: without strategy, you’re not building relevance. You’re just bandwagoning.
Start young, build early trust
Taylor’s fandom often starts in childhood. A first concert. A car ride sing-along. An album that sticks. Suddenly, you’re a fan for life.
The same goes for brands. 71% of consumers say they’re more likely to buy from brands tied to childhood nostalgia.¹ When families are exposed to you early, that trust compounds. Which means when you do join a cultural moment, it should reinforce that long-term bond, not distract from it.
Ask yourself: If we jump in here, will it strengthen our place in family life or fade out as a fleeting post?
Reinvent without losing value
Taylor has reinvented herself again and again—country, pop, indie, stadium superstar—and fans never question her authenticity. Reinvention is part of her brand.
That’s the playbook for family brands, too. Evolve as parenting needs shift, as kids grow up, as households change, but stay rooted in your core values.
Because here’s the truth: not all attention is good attention.²
Brands don’t just need eyeballs, they need meaningful attention. When you show up in a trend authentically, you build loyalty. When you don’t, you risk eroding trust.
Show up in cultural moments that matter
Swift’s milestones are more than entertainment. They’re cultural capital. They drive household chatter, online buzz and shared experiences. For brands, the opportunity is clear: show up in the right moments and you get to be part of those conversations.
But not every cultural spark is meant for your brand. That’s where strategy comes in.
Filter out the trends by asking:
- Does this moment align with my audience’s values?
- Will it reinforce my positioning with parents and families?
- Can we add something meaningful—not just noise?
If yes, go for it. If no, skip it. Not every trend has to be your trend, and that’s okay.
How to jump on a trend
When the answer is yes, here’s how to do it right:
- Stay positive → Family audiences respond better to connection and joy than to snark.
- Move quickly → Relevance doesn’t wait. Can your team deliver within hours, not days?
- Think it through → Even fast work needs a gut check. Will it resonate tomorrow, or just today?
- Consider risk → For family brands, stakes are higher. A misstep can cost trust and that’s hard to win back.
Bandwagon or brand strategy?
So, should your brand jump on a trend? The answer: yes, if it reinforces your story and connects authentically with your audience.
Organic social can be a great testing ground with lower stakes and more room to experiment. But when cultural moments tie directly to your parent and family audience, the stakes rise. Because these moments can jump from online to become part of the conversations families share in everyday life.
Taylor’s cultural capital isn’t about being everywhere, it’s about evolving with her audience, staying consistent and showing up when it matters most.
For family brands, the same holds true: don’t just chase trends. Use them to build brand love that lasts generations.
Writer’s note: Congrats, Taylor Swift! Signed, Meg, Strategist and Resident Swiftie.
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